1. February 21, 2013

2. Google+ and Author Rank
#CIPRsm
Stephen Waddington
@wadds
2 | 22.02.2013

3. Google‟s Vision
#CIPRsm
“To organize the world‟s information and make it
universally accessibly and useful.”
3 | 22.02.2013

4. A Second Chance for PR
#CIPRsm
• Google has a near monopoly on search. More
than 80% of Internet searches start with a Google
query.
• SEO market in UK worth $3bn (2011); and
$16.6bn (2010) – source: econsultancy.
• Social signals have an increasingly higher
weighting on search results.
• Mobile search rising making location content a
growing source of traffic.
4 | 22.02.2013

5. Google„s Purpose
#CIPRsm
• Google wants to deliver relevant search results
based on human trust and authority.
• History: links to determine trust and authority in
the past was only a proxy for the real thing and
was easily manipulated.
• Product updates in the last 18-month seek to
mimic human behaviour and stop abuse
• social signals = trust
• authority = real people
5 | 22.02.2013

6. Google Product History
#CIPRsm
• February 2011 – Panda tackles content farms
• September 2011 – Google+
• April 2012 – Penguin hits low quality and spam
links
• September 2012 – Google Author Rank
6 | 22.02.2013

7. Google+
#CIPRsm
7 | 22.02.2013

8. Google+
#CIPRsm
8 | 22.02.2013

9. Google+
#CIPRsm
9 | 22.02.2013

10. Google+ for Brands
#CIPRsm
10 | 22.02.2013

11. The New York Times
#CIPRsm
11 | 22.02.2013

12. H&M
#CIPRsm
12 | 22.02.2013

13. Google Author Rank
#CIPRsm
• Google Author Rank is an online identity system
that sits at the heart of the recent changes to
Google„s Search Algorithm
13 | 22.02.2013

14. Linking content to Google+
#CIPRsm
Link
Author tag
14 | 22.02.2013

15. Linking content to Google+
#CIPRsm
15 | 22.02.2013

16. Opportunity for Brands
#CIPRsm
• Drive owned and social content up natural search
results
• Brand pages: start building relationships with
audiences via Google+
• Implement author tags and +1 buttons on web
sites
• Engagement via Communities and Hangouts
16 | 22.02.2013

17. Other Google+ Features
Communities #CIPRsm
• Facebook debate is a distraction: Google+
connects with topics; and Facebook with people.
• Google+ Community‟s are disruptive to forums
and blogs for search.
17 | 22.02.2013

18. Other Google+ Features
Google Hangout #CIPRsm
• Video chat up with up to nine people face-to-face.
• Share content publicly via YouTube to keep the
conversation going.
18 | 22.02.2013

19. Google+ and Author Rank
#CIPRsm
Stephen Waddington
@wadds
19 | 22.02.2013

20. Contact #CIPRsm
Stephen Waddington
European Director
Ketchum
35-41 Folgate Street
London
E1 6BX
Telephone-No. +44 (0) 20 7611 3645
Mobile-No. +44 (0) 7771 851407
stephen.waddington@ketchum.com
www.ketchum.com
20 | 22.02.2013